5 key trends that will shape the mobile programmatic advertising landscape in 2015

 

As we like to say around here, the mobile revolution isn’t slowing down for anyone. Every day, more advertisers and marketers are getting in on the unprecedented brand growth opportunities offered by mobile programmatic advertising.With all this new adoption comes some inevitable maturation and, from time to time, a growing pain or two. Today, the RTBiQ team outlines five major industry trends that are going to shape the flourishing, ever-evolving landscape of mobile programmatic.

1. ADVERTISER ADOPTION OF "MOBILE FIRST" WILL CONTINUE TO ACCELERATE

One of the many unique capabilities offered by mobile programmatic is in-store visit attribution. New technologies have made it possible to determine if a mobile user in your brick-and-mortar shop has recently seen one of your mobile ads, allowing businesses to gauge the effectiveness of a campaign by more than just online purchases. Advertisers will increasingly come to the conclusion that if their store is open, their mobile campaigns should be running.

2. THE NEED FOR MOBILE ADVERTISING EDUCATION WILL CONTINUE TO GROW

Your customers have voted with their time - the majority of people’s internet usage now takes place on smartphones and tablets, which has significantly increased the value of mobile inventory in the last few years. Because of this growing reliance on mobile to deliver meaningful marketing results, we’ll all have to invest more time in expanding our understanding of the technical ins and outs so we can better influence results.

3. MOBILE VIDEO SUPPLY WILL FINALLY CATCH UP TO DEMAND

As the migration from desktop to mobile traffic has accelerated, publishers have been scrambling to come up with creative and compelling snack-able video content. 2015 is the year that we’ll see a larger supply of video from these publishers as their newly-approved content creation budgets come into play. This is good for the entire ecosystem. People want to see video content, marketers want it for the better branding opportunities, and publishers want to be able to get a premium yield above the small banner ads that dominated 2014.

4. PUBLIC SHAMING OF BAD ACTORS WILL COMBAT FRAUD

Fraud in digital advertising has been a hot-button issue recently, and it has made many a marketing team jittery about getting into the programmatic game. While it’s not an existential threat to the industry by any stretch, programmatic services will need to start spending more internal and public-facing bandwidth on the issue. Public floggings probably won’t become commonplace, but greater sharing of known bad actors needs to take place among the buyers of mobile inventory. If the money dries up, the fraudsters will disappear.

5. REAL TIME BIDDING WILL BE CROWNED THE KING OF MOBILE ADVERTISING INVESTMENT

With the current plethora of publishers out there to choose from (namely apps and mobile sites), Real Time Bidding will take its rightful place as the preferred method of purchasing mobile ad inventory for all advertisers - both brand and direct response. The transparency and targeting offered by RTB are simply too good for most advertisers to pass up in the face of such a massive amount of inventory. Don’t be surprised to see 75-80% of all mobile ads being purchased this way in 2015.